Media research methods : measuring audiences, reactions and impact /
Barrie Gunter.
Bok Engelsk 2000 Barrie. Gunter
| Utgitt | London : : SAGE, , 2000.
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| Omfang | 1 online resource (314 p.)
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| Opplysninger | Description based upon print version of record.. - Cover; Table of Contents; 1 - Evolving Theoretical Background of Media Research; 2 - Overview of Media Research Methodologies: Audiences; 3 - Overview of Media Research Methodologies: Media Output; 4 - Measuring Media Usage and Exposure; 5 - Measuring Affective Responses to Media; 6 - Measuring Cognitive Responses to Media: Attention and Comprehension; 7 - Measuring Cognitive Impact of Media; 8 - Measuring Behavioural Impact of Media: From Association to Causation; References; Index. - Assessing the relative strengths and weaknesses of qualitative and quantitative methods, this book examines the methodological perspectives adopted by media researchers in their attempts to understand the nature of media in society.. - Specialized.
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| Emner | |
| Dewey | |
| ISBN | 0-85702-201-6. - 0-85702-898-7. - 1-282-55975-3. - 1-85702-201-7. - 9786612559754
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